Restaurant PR is Subliminal
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Many an entrepreneur has been known to make the mistake of lumping all activities designed to reach across to a potential customer into the same category. sometimes they refer to it simply as “marketing,” without taking the needed time to individually categorize all activities. Not all advertising promotions are the same, far from it and you really have to have some understanding of how the human mind works when it is processing external triggers, so that you can approach the prospect from all these creative angles.
Restaurant PR can be classified as a marketing activity, but it is not necessarily advertising. This is a more thorough and long-term way of manipulating the impression that your prospects may get of your business. PR is also known as public relations and can represent a third-party endorsement of what you are trying to do, if you do it well. A creative campaign can be much more productive than some other methods of marketing sometimes. As you know, we all tend to block out direct advertising as we see so much of it during all our waking hours.
If we tune out out all those expensive adverts and commercials, what do we pay attention to? This is of course not black-and-white but we do tend to give more credence to third-party endorsements of products or services. Thus if we read a newspaper article for example we allocate this a few additional points in our subconscious mind. We are not as wary of the content contained therein as we would be if we saw any associated claims in an advert somewhere else.
Restaurant PR is not easy to measure according to set figures or parameters. With Internet advertising, for example, you can measure how many “clicks” perimpression you get and therefore quantify how many people are taking a certain action. Here, however you need to focus on the general reach of the media outlet, and ensure that it is credible and long-lasting, so you can produce a restaurant PR campaign the best way.
If you look at your own buying habits, you should be able to get some assistance as you prepare your restaurant PR campaign. Whenever you’re looking to purchase an expensive item, you almost always look elsewhere after you have scoped it out in the manufacturer or supplier ad. In these cases you would go online and see what testimonials you can find. “Social proof” just such as this is increasingly important in the overall buying cycle.
Social proof is so important these days, it explains why media platforms such as YouTube and Facebook are booming. Independent assertions of products and services can be found here. Social media marketing must be an important part of a restaurant campaign anyway, but always remember how that social proof is important when compiling restaurant PR programs.
Good restaurant PR depends on you having something specific to say in the first place. You cannot conduct a PR campaign around the sale of a service or product, but must have a credible story. At the end of the day, people will be much more aware of your existence and are more likely to come in to check out the quality of your operation.
You might have given up on mainstream advertising due to the high cost of it all. A healthy restaurant PR program will enable you to cement a relationship with media contacts, enhance your credibility and reputation and go much further.
Writer Jose L Riesco shows you the best methods for getting more people into your restaurant at www.myrestaurantmarketing.com. Learn more about honing your restaurant PR here.
Tagged with: Dining Out • eating out • food and drink • restaurant management • restaurant marketing
Filed under: Dining Out
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